Part one: The marketing research process -- 1. A decision-making perspective on marketing research -- 2. The research process -- 3. Research design and implementation -- Part two: Data collection -- Section A: Exploratory and secondary research -- 4. Sources of marketing information -- 5. Information collection: qualitative and observational methods -- Section B: Descriptive research -- 6. Information from respondents: survey methods -- 7. Designing the questionnaire -- 8. Attitude measurement -- 9. Applications of attitude measurement to marketing problems -- 10. Sampling -- 11. Sample size and statistical theory -- Section C: Causal research -- 12. Experimentation -- Part three: Data analysis -- 13. Fundamentals of data analysis -- 14. Hypothesis testing -- 15. Introducing a third variable -- 16. Factor analysis -- 17. Multidimensional scaling and cluster analysis -- 18. Regression analysis -- 19. AID, discriminant analysis, and a data analysis overview -- Part four: Applications -- 20. Market analysis -- 21. New product research -- 22. Forecasting -- 23. Monitoring and evaluation research

1. Marketing research